Advertising in tourism and leisure
'Advertising in Leisure and Tourism' brings together the current thinking in this area, via extensive international case studies, to provide a critical appraisal of the potential of advertising in leisure and tourism. Arranged in three parts, the book introduces the role of advertising, ev...
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
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Oxford ; Boston :
Butterworth-Heinemann
2000.
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| Edición: | 1st edition |
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| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627358306719 |
Tabla de Contenidos:
- Advertising in Tourism and Leisure; Copyright; Contents; Acknowledgements; List of figures; List of plates; List of tables; Abbreviations; Part One Advertising Creation; 1 Understanding tourism and leisure advertising; 2 What makes good advertising?; 3 Planning the complete campaign; 4 Advertising research; Part Two Advertising Challenges; 5 The dynamic advertising environment; 6 Matching markets and advertising appeals; 7 Creativity and advertising opportunities; Part Three Advertising Brands; 8 Building powerful tourism and leisure brands; 9 Advertising and brand positioning
- 10 Advertising destination brandsPart Four Advertising Futures; 11 New advertising vistas; Index
